Freya

What Freya does

Freya is a specialty intimate apparel brand focused on the fuller-bust segment, offering bras and coordinating lingerie in extended cup sizes ranging from B to O (US) and up to K (UK). Founded in 1947 and now operating as a wholly owned subsidiary of Japanese apparel conglomerate Wacoal within the broader Eveden portfolio, Freya sells through direct-to-consumer e-commerce storefronts serving the UK, US, Germany, Australia, France, Netherlands, Norway, Belgium, Poland, and Finland, alongside a network of physical retail stockists. Its product range spans lingerie, swimwear, and activewear, with multiple sub-brand collections and seasonal launches (most recently SS26), priced in the $60-$72 USD mid-market band.

The brand's commercial operations are run through Wacoal EMEA Ltd (UK) and Eveden Online LLC (US), with a lean brand-level team of 1–10 employees that leverages shared infrastructure from the Wacoal parent group for design, manufacturing, supply chain, and distribution. Digital properties integrate standard payment providers (PayPal, Visa, Mastercard, Maestro) and include a virtual fitting service intended to mitigate the core sizing challenge in online fuller-bust apparel purchase. Recent platform investments include WCAG 2.2 accessibility compliance and COPPA compliance updates. Freya has no external funding and operates purely on the strength of its parent company's strategic backing.

Freya's business model is straightforward B2C retail: revenue is generated per transaction at mid-market price points across DTC channels and through wholesale to third-party stockists. The competitive positioning relies on category specialization in an underserved size segment, multi-decade brand heritage, and the cost and distribution advantages afforded by being embedded within a large multinational apparel group rather than any proprietary technology or platform architecture.

Name

Freya

Legal name

Wacoal EMEA Limited

Website

https://freyalingerie.com

Company type

Private

Founded year

1947

Operating status

Operating

Headcount range

1–10 employees

Short description

Freya is a specialty lingerie and swimwear brand focused on the fuller-bust segment (B to O cup US, up to K cup UK), operating as a wholly owned subsidiary of Wacoal and selling DTC across 10+ regional markets alongside a retail stockist network.

Ownership category

akta.pro rank

Product category

Women's Lingerie & Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie & Sleepwear Retail (CRAAABAF)

akta.pro secondary industries

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF), Bras & Bralettes (CRAAAIAA), Swim & Surf Performance Wear (CRAAAEAG), Sleepwear & Nightwear (Pajamas, Nightgowns) (CRAAAIAE)

Keywords

• Fuller bust lingerie
• Cup-sized swimwear
• Women's intimate apparel
• Supportive sports bras
• Extended cup sizing

Headquarters

HQ city

Rothwell

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct Product Sales: Freya generates revenue through direct sales of lingerie, swimwear, and activewear products via its e-commerce platforms. Products are sold at retail prices with occasional promotional sales and discounts. The company offers standard and express shipping options, with free returns within 90 days.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Freya designs and sells fashion-forward lingerie, cup-sized swimwear, and supportive activewear specifically engineered for women with fuller busts, with sizes up to O cup (US) and K cup (UK/International). Products are sold direct-to-consumer through multi-region e-commerce sites and through a network of physical retail stockists, supported by bra fitting guides, a virtual fitting appointment service, and a 90-day free returns policy.

Product overview

Freya is a B2C e-commerce brand offering must-have lingerie, bra-sized swimwear, and activewear for the fuller bust, with sizes ranging up to an O cup (US) or K cup (UK/ROW). The core product lines consist of Lingerie (including bras, panties, nightwear with various styles like plunge, molded, side support, and strapless), Swimwear (cup-sized swimwear including bikini tops, bottoms, tankinis, and swimsuits), and Activewear (sports bras and sports clothing). The portfolio includes multiple sub-brand collections such as Freya Deco, Offbeat, Freya Fancies, Tailored, Spot-Light, Fascinate, Freya Signature, Jewel Cove, and Nomad Nights. Supporting services include a Virtual Fitting appointment booking system and Store Finder tool. The brand operates across multiple regional sites (US, UK, Germany, Rest of World) under the Wacoal EMEA parent company.

Differentiator

Problem solved

Functional benefit

Brands

• Freya Deco Collection: Lingerie collection featuring deco-style bras.
• Freya Signature Collection
• Offbeat Collection
• Freya Spot-Light Collection
• Tailored Collection
• Fascinate Collection
• Freya Active

Products and services

• Lingerie Freya's core lingerie line for women with fuller busts, offering bras in extended cup sizes (up to O cup in US sizing and K cup in UK/ROW) along with panties and nightwear in styles including balcony, half cup, longline, molded, plunge, side support, strapless, and lace.
• Swimwear Cup-sized swimwear including bikini tops, bikini bottoms, tankini tops, swimsuits, and beachwear designed for the fuller bust, with sizing that mirrors the lingerie range to ensure proper fit and support.
• Activewear (Freya Active) Freya Active line including sports bras and sports clothing (crop top, molded, soft cup, and underwire sports bras plus sports leggings) engineered for fuller busts with firm and maximum support options for high-impact activities.
• Bridal Lingerie Wedding-appropriate lingerie collection including nursing and maternity options, designed within Freya's fuller-bust size range.
• Virtual Fitting Service Virtual bra fitting appointment service that helps customers determine their correct size and identify suitable styles.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Wacoal: Freya's parent company and a global lingerie and shapewear incumbent with a much broader size and category portfolio. Comparable as the umbrella brand under which Freya operates and shares supply-chain and retail infrastructure.
• Victoria's Secret: Largest global intimates brand with extensive DTC, retail, and category reach. Comparable as the dominant mass-premium lingerie incumbent competing for the same customers, though lighter on fuller-bust specialization.
• Savage X Fenty: Rihanna's inclusive-size intimates and loungewear brand with strong digital-first marketing and broad size range. Comparable as a digitally scaled intimates brand that has rapidly expanded into swim and active adjacent categories.

Direct peers

• Curvy Kate: UK-founded fuller-bust lingerie and swimwear brand with strong DTC and stockist distribution. Highly comparable on target customer (D–K cup), product mix (lingerie, swim, sports), and digital-first go-to-market.
• Bravissimo: UK lingerie and clothing retailer specializing in fuller-bust sizes (D–L cup) with strong DTC and physical store presence. Directly comparable customer segment and retail positioning.
• Panache: UK-based fuller-bust lingerie and sports bra specialist with overlapping cup-size ranges and similar specialty-retail positioning. Directly comparable as a heritage fuller-bust brand serving the same customer cohort across multiple global markets.
• ThirdLove: US DTC intimates brand built on fit technology and half-cup sizing, competing for the same broader intimates customer. Comparable on DTC channel and inclusive sizing narrative, though not as deep in larger cup sizes as Freya.
• Cosabella: Italy-founded premium lingerie, sleepwear, and loungewear brand with a strong DTC channel and fashion-led positioning. Comparable as a specialty intimates brand balancing design-led collections with international DTC distribution.
• Elomi: Freya's sister fuller-bust brand under Wacoal EMEA, sharing the same parent infrastructure and customer segment. Closest internal peer for sizing range, fit expertise, and product architecture.

Emerging players

• Cuup: DTC intimates startup with minimalist positioning and inclusive sizing, overlapping with Freya on direct-to-consumer fashion-forward lingerie. Comparable as a digitally native competitor targeting millennial and Gen Z lingerie customers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/FreyaLingerie
• Facebookfacebook.com/freyalingerie
• Instagraminstagram.com/freyalingerie

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Freya